We all know how powerful TV advertising has been over the decades. We also know that the dynamic of mobile and TV viewing has and continues to change at pace.
No matter how great a TV ad or program is, there’s a massive proportion of the audience who also have their mobile device in hand while they watch, or are watching on it. In fact, according to an in-home eye-tracking study by Facebook IQ, 94% of audiences do. Even more interestingly the study also highlighted that viewers spent just 53% of the time focused on the TV screen, predominately to use their smartphones.
Many will view this as another nail in the coffin for TV advertising, however not so. This can provide a massive opportunity to those who are open to generating a different approach to engaging this audience. In fact, this can significantly enhance targeting and data capture.
The increasing use of mobile devices during TV viewing time has significant and positive implications and opportunities for mobile and social media marketing. TV is now being driven to varying degrees, by how people consume content on their mobile screens, helping continue the conversation. Getting a grip on this behaviour can lead to the creation of ad spots with a more interactive bias.
Of course, good advertising must still try to ‘win minds by winning hearts’, requiring brands to create ads that are more authentic and alternative than before. New forms of ads are being created to engage – shorter, faster, slower, longer, mobile – and what’s exciting for us is that these are giving advertisers options.
DUAL SCREENING – It’s an engagement opportunity
Today, ads must be many things: interactive, provocative, funny, purposeful, informative, heartfelt and so forth but what is key is considering that second screens must be part of the equation.
Those brands who consider second screens to be an integrated part of their TV ad campaigns are most likely to succeed in future. I would go further to say that dual screening and advertising is a very powerful combination providing ‘instant connections between brands and their audience’ – creating active and instant action and relationships.
TV remains one of the key platforms that people participate in together, as a group therefore it’s a more social medium. Social and digital media can enable hugely advantageous targeting efficiencies, however the content is often engaged in an isolated manner.
What’s interesting is the demographic attitude split over dual screening – 62% of the over-55s object to dual screening presently, though only 21% of those aged 18-34 objected. TV viewing statistics also back up the ‘dual screening’ that we are now seeing from young adults in the UK.
Combing the power of TV to drive instant activity and engagement on mobile, whether that’s to social, direct to web, PWA’s, Apps, or search will a new dimension when targeting specific audience groups. ‘TV extension’ as it has recently become known will fast become a multi-platform engagement tool available to the more progressive brands.
TV to Mobile has the power to create instant audience action and interaction enabling the customer relationship process to begin. The start of engagement, acquisition, data-capture, pixel and digital data tracking, and remarketing. If careful social media planning it can be a way of harnessing the power of TV to Mobile to Social. This can be done through social promotions and engagement strategies, driving improved audience and brand trust, building long lasting relationships, which are bought, shared and experienced.
The key to implementing TV to Mobile is ensuring that the audience, the media, campaign and activation have strong correlation and also attribution measures established at the outset.
Get your strategy right
Know the audience and their dual screen behaviours. Different demographics naturally behave different, so work out what will drive them and then incorporate this at the heart of your strategy and campaign.
Decide the metrics
At the outset, its vital to know what metrics you want from the campaign. Is it data volumes or quality, is it awareness, shares or customer acquisitions. How do you intend to measure the effectiveness of each element as well as the cumulative result.
Ensure you have strong action motivators
Whatever is at the heart of the campaign, it must drive the audience to interaction – to view, search, socialise, download, sign up, share, play. A strong promotion or offer will do this, as well as something to share.
Tie your advertising to relevant programming
Two years ago, less than a quarter of TV and video viewers said they browse the internet, related to the content they were currently watching. Fast forward to 2018 and that number is estimated to be nearly half. Audiences now like seeing brands join the conversation with relevant content, creative or deals, and the same can be said about ads — it’s estimated that 42% more time is spent looking a ads relevant to surrounding content, so align your ad creative with TV references that resonate with your target audience.
Ensure your campaign creative is truly multi-channel at its heart
An isolated TV ad production, with other channels as an extension is the wrong way to think about this. The idea at the heart of the campaign must be about the message, the engagement model, the drivers and how the whole idea drives multi-channel engagement and action. It’s also about how it goes beyond this to create long lasting relationship.
Tap into live events
More than half of respondents in a recent survey from TiVo said live television was the TV or video format during which they most likely multitasked. This presents a large opportunity for brands to join in on the conversation as it unfolds. Reach your target audience by planning your social and advertising campaigns around live events they will be watching.
Create video content for a mobile audience
Mobile video has become a critical part to a brand’s marketing strategy. Mobile video content has the ability to increase brand awareness (44% of respondents of recent survey), to reach more targeted audiences (34%), and to increase favourability of the brand (26%). Create video content with the second screen audience in mind, as the majority of them will be browsing on their phones with the sound off. Use captions and visual cues to pull the viewer through the video and make it easier to process without sound on.
Is it social and PR-able?
Whatever the idea is how does it resonate with audiences across native social apps and what is the possible reach extension through user generated or shared content? What trade or consumer media angles have you planned in advance to ensure your social and PR teams are sufficiently activated to engage their audiences and partners.
Remarketing – can we still talk beyond the moment
One final point is how you can continue the dialogue beyond the moment you have just generated. This is a vital part of the consideration process, as a simple remarketing model is all push. Work out how you create something the audience wants to come back for or suggest that others might be interested in too. While having pixel data and the ability to track and remarket to viewers is great and can and often does drive re-engagement and conversion, look beyond the obvious to create strong motivation for audiences to return.
MEDIA’S MOST POWERFUL YET UNDER-UTILISED COMBINATION?
So, it’s worth asking yourself, is TV to Mobile media’s most powerful yet under-utilised combination? We see this as the way advertising is set to grow over the next couple of years and you can capitalise on this opportunity now. Why wait?
To discover more about how to make the most of ‘TV to Mobile’ talk to us here at TDG or our mobile specialist business at www.mobylise.com.
It’s amazing how quickly a change in law can be felt. The world is in a spin over GDPR, well actually just UK business and we’re already feeling the impact of it a couple of months in.
With at least one business we know of who independently acquired data from a data house, their plans of an outbound direct communications campaign suddenly came to a grinding halt due to GDPR. Having agreed to acquire and pay for the data a couple of months prior to GDPR, they found themselves in a position where they can no longer target relevant audiences and customers in the traditional sense. From named targeted data to “Dear Householder” – not what we’d call good performing customer information!
In truth though, we all know that nothing substitutes generating your own audience, customer data and community, however for those like travel companies, insurers and other intermediaries, this really is a challenge without a broader engagement and acquisition program.
The challenge is that it’s not just traditional channels like direct mail and email which are affected, it’s pixel and cookie data which no doubt will be adapting as we speak, which will mean a whole raft of digital and behavioural marketing will have some challenges too.
If we put ourselves at the other end of the impact, as a consumer, one might argue that we’re all better protected from unwanted calls, communications and targeting, and more importantly data held by other organisations on us is better protected too.
However, the challenge for organisations with smaller budgets trying to quickly establish a business and market is they will have to adapt to new models of reaching out, one which builds a deeper relationship with prospects and customers from the outset – something all brands want. This is where the greatest opportunity lays. There is no doubt that the CPA will raise over the coming period in some way but what the result of this will be is a better form of engagement between brands and customers.
GDPR is a catalyst to create better acquisition and ongoing engagement activities, so that customers see what a brand or business has on offer and like the way it’s been offered to them. On that basis, they are more likely to commit and give up their own data with the intention of transacting or building a relationship with them.
Surely this is actually an improvement for all involved. The next few months will tell.
Up against some tough competition, TDG were selected to work with Debenhams to deliver a whole new online shopping experience for Debenhams Personal Finance, with the aim of driving improved engagement and performance.
Working closely with Debenhams marketing teams and within developing guidelines, we’ve created a great new digital platform and environment for consumers to explore and purchase a great range of financial products.
Andrew Golding said: “It was a real privilege to have been selected by Debenhams to help them with this vital project. With so many constituent parts, its a complex beast but together TDG and Debenhams have delivered something we’re both very proud of. Perhaps more than that, this will help Debenhams become part of many more peoples’ financial lives. In addition, Nick’s UX & environment design has worked a treat across such a board spectrum of product, while Jim and his team have delivered a very smart piece of technology to help build the next phase of customer engagement”.
Despite all evolutions and revolutions within the marketing and advertising world, the underlying agency model has changed little. A new badge, name style, new websites and a few new funky job titles to boot but ultimately the underlying relationship between clients and agencies is built upon the same convention of the last 30 years or more. The identikit agency rolls on.
With the marketing landscape becoming ever more complex and fragmented it’s creating a bewildering array of planning and creative decisions for the client marketing team. In this scenario, clients need to lean on their partners and trust in their support to deliver for their brands and business.
The strategic advice agencies hand out to clients, as well as the campaigns clients pay for are covered by fees, more often than not irrespective of the outcomes for the client.
We’ve not only seen clients imagine it but verbalise it too….. “what if we could find an agency that would not only partner with us in principle, working with us to be a catalyst, deliver great brands and campaigns but also be more integral to our success. To take more ownership and responsibility of the outcomes. To be as motivated as us to achieve our goals”.
At TDG, we think its time to listen to clients, start becoming a ‘real’ partner and share in the risk and reward of the activities we undertake together.
This is why we have created TDG Together.
TDG Together is a model where a percentage of fees are rewarded upon achieving client partners’ objectives. On this basis, we are truly motivated and driven to make positive outcomes happen.
To find out more about this, contact us.
TDG have been appointed to help develop a new path, new model and proposition for the Telegraph. Sadly we can’t say too much about but we’re very excited to be working on such an important project for a media legend.
More to come soon.